Durham, NC · 360° marketing
Has your work outgrown your marketing?
Bring your messaging, website, brand, print, newsletters and SEO into alignment, so your work speaks to the people who need it. And a custom 360° dashboard (optional) can show a funder exactly who it reached.
Bring your messaging, website, brand, print, email marketing and SEO into alignment, so everything finally looks like the company you built. A custom 360° dashboard (optional) can show you what's working and what's not.
The problem
Your marketing was made by different people at different times, and it shows.
Your site came from central IT years ago, your brochure was made by whoever was free that month, your mailing list lives in a spreadsheet. This certainly wasn't the plan ... it just accumulated one decision at a time, while you were busy doing the actual work.
Your logo was designed by a freelancer years ago, your website from another, your emails by whoever had a spare afternoon. This certainly wasn't the plan ... it just accumulated one decision at a time, while you were busy growing the company.
Nothing connects
Your main site, your program page, your conference poster and your newsletter were each made by different people in different years.
No evidence of reach
The renewal asks what the dissemination achieved, and a download count isn't much of an answer. You need to show who read it and what they did with it.
It's aging ... poorly
Your site was built on WordPress long ago, and the person who knew how to update it has moved on. Now nobody touches it, and it looks less and less like it represents the work you do by the day.
Nothing connects
The website says one thing, the brochure says another, and the mailing list hasn't heard from you since last quarter.
No way to measure it
You paid for a website a couple of years ago and nobody can tell you if it's working or what its ROI is.
AI is moving without you
You know you should be doing something with it. You don't have a spare month to work out what, and the gap keeps widening every day.
Nobody sets out to build a Frankenbrand..
Your brand was stitched together from parts unknown. And what's really scary isn't that it looks unprofessional; it's that you're embarrassed before anyone even sees your marketing ... because you know your work is better than your marketing.
Don't spend another year apologizing for how it looks. That's another year of lost potential.
Cue the sunrise in 3, 2, 1…
Your great work deserves to look great.
It's hard to watch good work get passed over because it didn't look the part and never connected with the people it was for. I've seen it happen since I started as a designer in 2003, and turning this all around for my clients is why I love this work I get to do.
The best moment in any project is when it all lines up. Your brand looks the way it sounds and sounds the way it looks, walking its talk and talking its walk. That's the goosebumps moment: You see your work the way it was always meant to be seen.
What changes
Put it all on one table.
Your website, your event logo, your brochure, and the banner you take to the conference all look cohesive because one person made them.
The backstory: When Colorado State University's Office of Inclusive Excellence came to me, they wanted all their marketing to look like it all came from one family. Seven cultural centers, a symposium and the office itself had each built up their own look over the years, and they were ready for all of it to work together.
Every piece, from the website to the pin, came out looking like part of the same family. See how that one went.
More of the work
Selected projects
Showing 24 of 24
Six decades of photographs, paced like a book
Six decades of a LIFE and Magnum photographer's work, designed like a digital coffee table book. A legend.
WebsitePrintEmail
A statewide case for maternal health, easily scannable
The evidence for what works already existed, scattered across agencies, journals and PDFs, and so were the people who could act on it.
WebsiteLogo
Every elected prosecutor in the country, searchable by zip code
The research team keeps more than 9,000 election records current, 2012 through 2024, straight from their own spreadsheet.
Web app
325 pages, and the proof comes first
A firm that masters data for a living should look like it, so the homepage gives you 40 years and a thousand transformations in two minutes of reading.
WebsiteIllustration
A print magazine that reads just as well on a phone
Two issues a year for five years, designed for print and built for the web in the same pass, with an archive of 242 articles behind them.
PrintWebsite
A Bronco rental that sells the trip before the price
Renting a truck abroad from three men you have never met, so the insurance warning lands before the booking button instead of at pickup.
Website
Seven cultural centers and a symposium, behind one front door
Events post and retire themselves, so the page never advertises a celebration that already happened, and the centers make their own graphics.
WebsiteWeb appLogoPrint
The booking happens here, not on Expedia
Four booking platforms already have the traveler's card on file, so this site makes it easier for them to book direct instead and save.
WebsiteSEOEmail
50 years of rigor, on a site that shows it
The center kept getting shopped against IT vendors, so the site names the hard part of health research first and shows who walks you through it.
WebsiteLogo
114 local governments, one way to make the case
The working groups deciding where opioid settlement money goes have to arrive with a recommendation they can defend. This is where they build it.
LogoWeb app
An advisory practice that can't show its clients
The practice was founded in New York in 2000 and can't publish its case studies, so the design itself does the convincing.
WebsiteLogoPrint
Every project, paper and person, behind one filter
Everything the institute has done is interesting to somebody and almost none of it to everybody, so these pages are filters rather than lists.
Website
One map of the whole neighborhood, theirs to update
Buying a lot starts with one question, what is still available, and the people who hear about a sale first are the ones who answer it.
WebsiteLogoPrint
Five tools that turn a simulation into a decision
Two of them are cost calculators, so a clinic can price a screening program before it commits to one.
Web appWebsiteLogo
380 products, found by the regulation you have to meet
An engineer handed an EPA Method reaches all the products that satisfy it without having to know a single product name.
WebsiteSEO
A pledge 47 organizations could actually join
A pledge is worth exactly the organizations that sign it, so the site takes a health ministry from never heard of it to joined in one sitting.
Website
A 125-page document a rep drives like a tool
The guide gives a rep and a customer the same picture: where every part goes in the ceiling, and what the warranty actually covers.
Print
One look, from the homepage to the coffee mug
The No. 1 public school of public health has eight departments publishing at once and more than 50 academic programs to hold together.
WebsiteLogoPrintEmail
Browse by what it is, who made it, or what it's for
Somebody shopping for jewelry almost never knows the name of what they want, only that it is for an engagement or that it has to be rose gold.
Website
68 questions that map a whole system
A 15-minute assessment in six sections that hands a community back its own picture of its child support services.
Web app
Research you can't see, made concrete enough to buy
A marketing director does not go looking for market research. They go looking for the thing their board asked about on Tuesday.
Website
53 research tools, found in one search
A researcher who has narrowed it to one group's toolkits can send a colleague that exact shelf, and every item has its own page to cite.
Website
An eight-lesson program for life after cancer treatment
The program opens where a participant left off, and nothing in it shames somebody who has been away a week.
Web app
From the archives57 researchers, one page the public could use
North Carolina's COVID-19 research dashboard: 57 contributors, 32 questions answered, and the state's numbers on the homepage.
WebsiteSEOLogoAdrial is my go-to designer for anything my business needs … which is why I have used him for three different companies over the last 20+ years.
Craig WoodCEO, Definian
The system
Six disciplines with one plan behind all of them.
These six things can help get your work in front of the right people. This list used to take an agency, or four vendors and a procurement cycle each.
Now you can have just one contract and one plan behind all of it, with a real person who actually answers their email (that's me!).
These six things are what most businesses end up needing at some point. This list used to take a marketing agency: a strategist, a designer, a developer, a writer, and an account manager standing between you and everyone else.
Now you can have just one contract and one plan behind all of it, with a real person who actually answers their email (that's me!).
Brand strategy & messaging
Who you are, what you're for, and what you say, all written into one foundational framework that everything else is built from.
- Positioning
- Voice and personality
- Your story
- What you lead with
Website design & build
Custom, quick to load, built so your audience can find you. Yours to edit afterwards, without having to call me to change every little thing.
- Custom design
- Next.js build
- CMS you control
- Analytics wired in
Logo & branding
Your logo and the system that keeps it cohesive. Your logo portal gives you access to every logo version in every brand color, for print and screen, in any size and file type, so you can stay on brand (and sane).
- Identity
- Brand guide
- Full asset library
- Logo portal
Print & collateral
Still the thing people carry home from a meeting. Rack cards, brochures, signage, tradeshow booths, packaging, all built off the same brand.
- Brochures
- Signage
- Tradeshow
- Packaging
Email & outreach
A newsletter that actually goes out, or a sequence that follows up on its own. The best audience you'll ever have is the people who asked to be on your email list.
- Newsletters
- Landing pages
- Sequences
- List health
SEO & AEO
Ranking on Google and getting quoted by ChatGPT are two different jobs now. Whomever you need to reach is asking AI before they open a search box.
- Keyword strategy
- Technical SEO
- Answer optimization
- Search Console
Take one, or take all six. Most people start with one piece and add the rest later, or never. Everything is scoped on its own. Mapping the whole system just means the piece you buy first still fits what comes next.
The 360° dashboard optional
And you can see exactly what it's doing.
An optional 360° dashboard puts all your numbers in one place: You see who's downloading your work, which tools get used, which countries you reach, if AI cites you when someone asks about your field. Also bring in fresh data from all your other systems for a full view. No more scrambling for numbers at annual report time, because it's all right here.
An optional 360° dashboard puts all your numbers in one place. You see where people came from, which pages turn into phone calls, what a lead costs you, and more. Also bring in fresh data from all your other systems for a full view. No more hunting for numbers before the board meeting, because it's all right here.
Research impact
Downloads by month last 8 months
Where your work is being read
Most downloaded this year
Cited in AI answers your field
Marketing overview
Leads by week last 8 weeks
Where they came from
Pages that produce calls leads per page
AI answer visibility this month
Your 360° dashboard (optional) pulls your site, forms, downloads and search data into one place, so you're not juggling 5 logins and a spreadsheet you keep up with by hand.
Your 360° dashboard (optional) pulls your site, forms, analytics, leads, search data, and any of your other systems with an API into one place, so you're not juggling 10 logins and a spreadsheet before every meeting.
NO AD AGENCY NEEDED
Human + AI, used with purpose.
AI gets a lot right, but I know where it falls short.
Hi, I’m a human with 23 years of experience in design and marketing, and I know how to leverage the strengths of AI while offsetting its weaknesses. AI doesn’t build your website and brand assets. I do, with AI speeding up the parts that used to take weeks, so your project can go farther faster and launch sooner. That’s how one person can now cover what used to take a team, with more of my time left for the thinking and design that make the work uniquely yours.
Where AI speeds me up
Fast and tireless, but sometimes wrong
- Creates first drafts to react to, trained on your brand
- Synthesizes research and summaries, triple-checked for inaccuracies and hallucinations
- Gives us dozens of directions to brainstorm from in discovery
- Turns meeting notes into a clean brief so nothing falls through the cracks
- Resizes, formats and preps files for every size
- Programs routine code, with human oversight
What only I do
Taste, industry knowledge, judgment, empathy
- Create original designs that stay ahead of the trends (no AI slop)
- Implement your brand voice and the humanity in it
- Select the strong ideas, cut the weak ones, and build on the best
- Turn your goals into a plan that fits your brand
- Fact-check anything that makes a claim
- Know your audience and what will land with them
You don’t need to learn any of these tools. Keeping up with them is my job. The tools will change continuously, but having discernment about how to use them most effectively won’t.
The plan
First we get on the same page. Then you get an estimate. Then the work begins.
It starts with a free 25-minute call, then you can choose up to three phases depending on your needs, each scoped and priced before it starts. No retainer and no monthly minimum hanging over either of us.
It starts with a free 25-minute call, then you can choose up to three phases depending on your needs, each scoped and priced before it starts. No retainer and no monthly minimum hanging over either of us.
Messaging and strategy
- Get your brand strategy or messaging in a concise document
- Develop a plan for what gets built, and in what order
We decide what you say, who you're saying it to, and what actually needs building. If you already know all that, we skip this phase and start at Beautify. If you aren't yet clear on your messaging, then this is the place to start.
Line-itemed estimate. Usually the smallest invoice of the whole project.
We build it
- Start with wireframes for a site, moodboards for a brand
- Design, built from the direction you approved
- Launch your website live and learn how to use it
Website, brand, print, campaign, whatever the plan called for. Each piece quoted on its own, so you can take them in any order, at a pace that suits your budget.
Quoted per piece. Approved by you before anything starts.
Keep it moving
- Content, campaigns and print when you need them
- Analytics show you what works well and what needs improving
Reach out if you need my help with new content, a campaign, a conference push, a print run or a second round of research going out. Some clients call twice a year and some call most months. Both are fine by me.
Reach out if you need my help with a seasonal campaign, a product launch, a trade show booth, a print run. Some clients call twice a year and some call most months. Both are fine by me.
Hourly or per project. No commitment required.
I'm one person, and I'm usually booked a few weeks out. You'll get my realistic start date before you commit, and I'll hold to it.
One small monthly fee covers hosting & your custom CMS
Every website I build comes with the same thing: hosting, backups, security patching, CMS feature upgrades, and running your 360° dashboard (if you have one). One fee, all of it, for as long as you want me running it.
No monthly work minimum
If something I built stops working, I fix it free. However long it’s been.
Grant-funded higher education marketing. I quote against your budget lines and bill each piece of work separately. I've been through enough university purchase orders and RFPs to know what the paperwork wants before it asks.
When it all lines up
Marketing you’re proud of.
You'll have one person to call who manages it all, instead of multiple vendors ... and your work finally reaches the people it was built for.
Let's get all of it looking and sounding like you.
Let's have a quick meeting, free and one-on-one. Tell me about your project, then I'll tell you what I'd build and roughly what it costs.
Let's have a quick meeting, free and one-on-one. Tell me what you sell and what isn't working, and I'll tell you what I'd do first and roughly what it costs. If I'm not the right fit, I'll say so and point you somewhere better.